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Question
Describe the longest channel of distribution available for consumer products.
Solution
Manufacturer → Agent → Wholesaler → Retailer → Consumer
- This is the longest channel of distribution. It is used when the manufacturer wants to be fully relieved of the problem of distribution.
- The producer hands over his entire output to the selling agent who distributes it among a few wholesalers. Each wholesaler sells to a number of retailers who in tum sell to ultimate consumers.
- In case of cloth this channel is widely used. For the sale of many industrial products an industrial distributor is employed due to the storage facilities provided by him. This channel results in wider distribution of the product.
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